Clients, and your relationships with them, will vary tremendously. The client relationship can be extremely businesslike or ultracasual and everything in between.

With some clients it will be appropriate for you to wear a business suit to meetings. With other clients you may feel comfortable meeting over cocktails after office hours. The level of your client relationship will be determined by the client's personality, not your own. Until your client relationship has been defined, take steps to ensure you are off on the right foot.

The first contact with a client leaves a lasting impression. Your phone etiquette, manners, and communication skills will pave the road to a successful relationship. Adhering to some industry basics will build your communication skills, thus giving you the confidence to interact with your clients.

Professionalism

The field of event planning you enter will dictate the level of professionalism required. In a corporate situation, the dress is typically business attire in a formal business environment. Restaurant event planners adhere to business casual attire within a restaurant's more relaxed environment. Event-planning companies are typically casual around the office. When it comes time for the event, the staff will match dress appropriately for the type of event.

Within the industry, all event planners should aim for a consistently high level of professionalism. This professional standard can translate to all events, from the very casual to the very formal.

Professional does not always mean stodgy. Do not be afraid to allow your personality to mix with your professionalism — great planners have both of these attributes. Follow the tips below to boost your professionalism.

• When a person walks into your office, acknowledge her. Even a mail courier can become a potential client.

• Limit personal conversations in the office.

• Chewing gum is a no-no. Switch to breath mints.

• Always be ready to see a client. Often as an event planner you will be pitching in on event days to help with the workload. The tendency is to dress down when the time comes to load supplies, set up chairs, and decorate tables. Keep a professional appearance at all times.

• Maintain eye contact when talking with a client.

• Keep a calm demeanor. Do not let outside influences or stress affect your day.

• Treat every client like a VIP.

Phone Etiquette

While planning an event with a client, chances are you will be speaking with him over the phone quite a bit. Your client might have even chosen you as his event planner based upon your phone etiquette. There might even be times when the only communication you have with a client is over the phone. In most fields of event planning, proper phone etiquette will be utilized on a daily basis. Here are some basic phone etiquette guidelines:

• Smile when answering the phone — it really makes a difference. If you are hiring a receptionist, his personality should be just as important as his appearance and administration skills.

• Answer the phone by the second ring.

• If a call is waiting on hold, be sure to tell the second caller how long you will be. If you cannot get to the caller in thirty seconds, tell her you will call her back.

• Always ask callers if they mind being put on hold. Most people do not mind being put on hold for a few seconds.

• Pre-empt putting a call on hold by asking the caller for his name and phone number. This way if you are experiencing a heavy call volume, you will not have to put the caller on hold; you can call him back and give him your undivided attention.

• Do not put a call on hold more than twice, and do not keep the call on hold for more than thirty seconds. By offering to call back you are valuing the caller's time.

• Return voice mail messages and e-mails. Leave an outgoing message if you will not be available by phone for a day or more.

• Prioritize your calls. Take any new business calls first. Next, take your existing client's calls followed by your vendor's phone calls. Any marketing, personal, accounting, or sales calls should be taken last.

• If at all possible, make all of your calls from your office phone rather than a cell phone. If you are speaking to a client while driving, you will be distracted and not able to take notes, not to mention the staticky connections and dropped calls that will cause you to lose information. It is also illegal to use a cell phone while driving in some states and jurisdictions.

Manners

When interacting with clients, either over the phone or in person, your manners set the tone for your relationship with your client. Many times in the business world manners often take a backseat to getting the job done. Using good manners as an event planner will have a trickle-down effect, starting with your client and moving down to your vendors and your staff. Here are some basic rules to increase your manners with your client:

• Saying “please” and “thank you” goes a long way.

• Thank your client for his time after a meeting. And thank him for his patience when applicable.

• When communicating with your client, keep to the 9-to-5 rules. No calls outside of this time unless a client specifically requests you call her at home at 7 P.M. This is a good business practice, and even if your clients do not stick to this rule, you should.

• Send an e-mail. It is 7 A.M. and you have forgotten the type of coffee your client requested for his board meeting next week. What should you do? Send an e-mail apologizing for the missed detail and inappropriate timing of your e-mail. Ask the client to call you as soon as he receives the e-mail.

• Allow minimal interruptions when meeting with a client.

• Be punctual.

Dealing with Difficult Clients

Becoming at odds with a client is easier than you may think. Planning an event can be an emotional experience for some, and when emotions run high a client may not show you her best side. Keeping a level of professionalism and maintaining your composure can help in the most difficult of situations with a client. Follow the suggestions below when dealing with a difficult client:

• Listen to complaints. In some cases, a client may need a person to hear her complaints. The complaints may or may not have to do with your performance. You may be performing a great service to your client just by listening to her.

• Acknowledge complaints. If the client has a complaint, acknowledge and correct it if possible. This includes any complaints regarding your vendors.

• Ask your client for suggestions. You may not know how to repair a relationship with a client, but she may have some ideas. When appropriate, ask a client how she would like to see a problem resolved. Give yourself a day to consider her request. Your client may soften knowing you attempted to fix the problem.

• Challenge yourself. Turn the difficult guest into a lifelong client by developing creative ways to win back a difficult client.

• Exceed the client's expectations. When the client has stated her needs, add in a few extra services. Offer to pick up the invitations or make guest nametags. With the extra attention, your client is sure to come around.

• Turn a negative into a positive. If a client complains to you about details from a past event, use this information to your advantage. The complaint may have been that there were no vegetarian items on a past event's menu. With information such as this, alert your chef.

• Walk away from a difficult situation. There may be a time in your career as an event planner when you may decide to cut your losses and walk away from a client. Open a dialogue with your client by saying, “It seems to me, you are unhappy with my performance.” This may give your client a chance to address her difficult behavior or it may give her an opportunity to end the business relationship as well. In the latter scenario, offer to assist her in finding another event planner. Give a courtesy call to the event planner when you refer a difficult client. It is an industry standard.

Keeping in Contact with Clients

Once the event is over, it does not mean your relationship with the client has to end. Keep former clients in communication with your company by sending a newsletter or e-mail blast. The newsletter may include recent press or information about charity events or new employees. A newsletter can be used as a marketing tool when sent ahead of time. If you are attempting to attract business for the holidays, send your newsletter in October to be fresh in the minds of those who are planning holiday parties.

Keep your newsletters interesting as well as informative for your readers. In addition to providing holiday wishes and extended hours, suggest gourmet holiday advice. Add recipes, wine pairings, and festive cocktail recipes to the newsletter.